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Most websites only convert 2% of their visitors into customers. We can improve this number significantly by performing Conversion Rate Optimization.
Rule #1 for a reason. If you don’t have a firm grasp on who your audience is, you’ll never be able to create the content that they need in order to become a customer.
Human beings by default are drawn towards what they are familiar or comfortable with. Our goal when designing a website that brings in more sales should be to make our visitor as comfortable as possible. Every one of our design choices should consider this rule.
This strategy alone has lead to a 400% increase in conversions [source]
Consider your past customers. Probably 80% of them will fit a certain demographic. For example, if you own a vegan bakery you would probably be catering to much different demographics than a plumber (of course there is always overlap – rememebr 80%). If you’re a plumber your demographics may look something like this:
Of course we will sell our product or service to anyone who wants to buy. But likely 80% of our sales will come from a certain demographic. We should aim to capture as much of this market as possible by designing based on this market in mind. The more we know about our target market the more we can design to their specific needs and make them feel like we understand them.
A visitor that gets confused will go somewhere else. If you havn’t specifically thought about not confusing your customer you probably are. This is costing you a lot of money.
I took this screenshot of a company’s headline:
Now tell me, what does this company do?
You can’t because it’s all buzz-words that don’t mean anything!
Don’t make this mistake yourself.
The best way is to watch someone from your target audience use your website. That way you can be sure they understand what you’re trying to show them.
The headline is most important piece of content on your page. It is read 5x more often than the rest of your website’s text. It will determine if the visitor continues to explore the page further or go somewhere else.
Some do’s and don’ts of website images:
DO
DON’T
Changing an image can increase conversions by 200%+ [source]
A bad image example for an electrician would be:
If I owned a law firm I’d assume two main audiences:
The first audience is covered by the basics: clear design, good headline, nice photos and easy access to information.
For the second audience we need to do a lot more work – this is a much bigger audience so it is worth doing. Since this is a service based business I would create multiple showcases to demonstrate the results I can get for my clients or have multiple videos teaching them law basics. There is actually a law firm in london that does this via the radio – cohen highley lawyers (their website could use some work however).
At the end of each showcase the visitor can either contact us or view more. The user flow looks like this:
My favourite way to demonstrate a plan is with a simple 3-5 step process that I lay out in a series of words and images. They should be easy to understand so that your potential customer can easily grasp what needs to be done next.
Besides this you want to teach and give away as much information as possible. Become the guide!
This can increase conversions by 300% or more [source]
Home Renovision is a youtube channel that teaches home renovating tehniques. The man who runs it is a ‘guide’. I bet his youtube channel fill his business with more leads than he can handle since so many people watch and then decide they’d rather have a professional handle it than try and tackle it themselves.
This is where the magic happens. This is where all the money is made. This is how we go from an average conversion rate of 2% to over 10% in some cases.
